[JamieConverseon]

I'm right there with you Linda. A term that we have used is Shelf Space, we explain it to our clients via a grocery store shelf analogy and it seems to work well. What I would say, to take this further, for merchants who are reluctant to do this due to the sometimes wild west nature of PPC, is to build relationships with some PPC guys and use the ones you trust to work the PPC landscape with you.